Stop Shouting Into the Abyss: Why Your Brand Strategy Needs a "So What?"
Five years ago, when the ‘C’ word entered all our lives and changed… well, everything… I remember taking regular walks around central London. The streets were barren. The few people that were out would pass you at a substantial distance, wide-eyed, like they couldn’t quite believe they were encountering another human.
It was a time I hope we never have to relive.
But metaphorically? That eerie, disconnected feeling is exactly what many brands are experiencing today.
There are far too many brands shouting into the void.
Creating campaigns nobody asked for.
Telling stories people can’t relate to.
Kicking off collaborations their audience doesn’t give a sh*t about.
Launching products or services people might talk about (if they’re lucky) — but nobody actually buys.
And it’s all because, somewhere between the brainstorm and the budget sign-off, someone forgot to ask the crucial question: so what?
That question is everything. Or at least, it should be.
It’s what turns a product launch into a conversation. A partnership into something people actually post about. A brand into one people feel, not just buy from.
The pressure is real (but it doesn't have to lead to panic)
We get it. There’s an inordinate amount of pressure on brands right now.
Sales for many have slowed. Consumer confidence is shaky. Grabbing your audience's attention is harder (and more expensive) than ever.
So the instinct? Be ‘always on’. Show up everywhere. Create the next big sales-driving moment.
But here’s the thing: volume doesn’t equal value.
Audiences are smart. They can spot filler content and gimmicks a mile off. If it’s not rooted in something your people genuinely care about, it won’t land — no matter how slick the creative or how big the influencer fee.
If you don't know what your audience cares about — go find out
If you’re unsure what your audience actually cares about, it’s a sign to ask better questions.
Talk to your customers (not just your team).
Read your reviews. Ask for more.
Dig through the DMs.
Sit in on sales calls.
Scroll through comments on your content.
And then do all of that again for your direct competitors, who will likely be serving an audience you want to be grabbing.
Look for the customer pain points. The gaps. Their wishes. Their frustrations. Their moments of delight.
What are people complaining about in your category? What do they wish existed? What is it that keeps them loyal?
Spoiler alert: strategy isn’t guesswork — it’s empathy, backed by insight.
A few questions to keep asking
So next time you’re cooking up a campaign, stop and ask:
Why would anyone care?
What are we giving them to feel, think, or do differently?
Are we making noise, or making meaning?
Enter The Doers.
Don’t have the time (or headspace) to do this yourself? That’s literally what we do.
At The Doers, our brand strategy sessions do all the heavy lifting for you. We spend 3–4 weeks preparing behind the scenes: digging into your audience, your competitors, your brand truth.
The result? Your audience comes alive — and we build a marketing strategy rooted in what actually matters.
It’s not always flashy. It’s rarely gimmicky. More often than not, it turns out you just need to get the basics really, really right.
And we help make that happen — not just with strategy, but with implementation too, thanks to our network of 300+ top-of-their-game freelancers across brand, copy, design, content, and beyond.
Great campaigns don’t come from guessing.
They come from giving a damn about your audience and backing it up with the right thinking, team, and tools to make it land.
